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Paul Mosenson’s Passion & Focus: Lead Magnets

A Fractional CMO who builds lead generation campaigns to drive qualified leads and sales. The focus is lead magnets that attract prospects wth clues that they need you. Learn more. Watch the video.

Lead Magnet/Content Campaigns

Whether you’re B2B or B2C, lead magnet marketing is a tactic we use at NuSpark Consulting all the time for clients to generate high quality leads; targeting those prospects looking for information to help solve a business problem or generally any need that could lead to a sale or customer.  It’s the epitome of building trust by providing insights and solutions. Trust sells more than anything.

What Is a Lead Magnet?

Simply, a lead magnet encourages your site visitors to exchange information, such as their email address for access.  It’s content that drives awareness but also provides information that helps a potential customer engage and find interest in your product or service. Lead magnets need to offer the prospect important value in exchange for their opting in to receive messages from your organization in the future.

Lead magnets can take many forms, but they typically have the following characteristics:

  • Promotes your business (generates leads)
  • Free to deliver (no cost)
  • They have perceived value
  • The best lead magnets offer expert insight, insider knowledge, efficient ways to get business processes done, or some other creative and unique solution that solves a real problem for your target personas

The best lead magnets solve enough of a business problem that the prospect recognizes that your firm is the expert in the field

Examples of Lead Magnets


A whitepaper is an in-depth thought leadership piece that shares unique data, perspective, or advice with your audience.


Webinars give your audience a chance to dig into engaging video content and, often, to ask questions in a Q&A session.  And if you offer them on-demand after the initial live event, webinars can deliver leads for months and even years to come.

Mini Guide or eBook

Like a whitepaper, eBooks and other guides solve a specific problem. And like whitepapers, they can range in length from a few pages to many pages. eBooks tend not to be data-heavy; they’re easy reading and often conversational guides that help readers fully understand a topic.

Free Trials

Usually for SaaS, trials give prospects clues on whether your tool can provide the solution to their business problems.  Of course our goal is to segue trials into buyers.

Paul leads his skilled and affordable content writers to outline and write compelling lead magnets to drive leads to your firm.



Our Lead Magnet Lead Generation Process

Buyer Personas

First we define your ideal customers. Pain points, needs, desired outcomes, research process, content consumption patterns and more. We need to get a full understanding of why your prospects would need your product or service, and why they should buy from me.

Topic Development

We come to you with lead magnet topics for your approval before we create them. This includes format. Paul Mosenson will project manage the entire process. Topics also include follow-up messaging.

Media Plan

As discussed on the planning page, Paul builds a comprehensive plan covering media strategy, demand generation, social, and content syndication.  Content Syndication is where publishers promote your content, use their own landing pages (we provide content and images), and we generate filtered quality leads on a cost-per-lead basis. We have great success generating leads using partners like Netline, Spiceworks/Ziff-Davis, Demand Science, and TechTarget.

Build of Funnels and Cadences

Of course, there are maybe hundreds of tools and platforms that segment the leads and automatically enter them into funnels or cadences, with the goal to transform content leads into real prospects. We have experience with many of them, like Hubspot, Active Campaign, Pardot, Act-On, VanillaSoft, plus many of the low cost alternatives like Click Funnels, GetResponse, ConvertKit, Mailshake, Woodpecker, plus our own tool, SparkLead.

Here’s an example of a cadence for a SaaS business with the goal to upsell after a trial.

Here’s a typical example of a content cadence.

Every funnel include dynamic actions based on trigger events like the below.



It’s really not about the tool, but the strategy and process. Messaging needs to continue to build trust and combine relevant content with offers. Paul Mosenson is a whiz at putting funnels together and it’s a key part of our engagement with you.

Contact Paul at NuSpark Consulting now and begin the process of better lead generation. Your salespeople need it.  You better call Paul.

Lead Magnet Playbook

For more information, you can download for free Paul’s Lead Magnet playbook, and learn more about Paul’s process to content marketing and lead generation. It includes many examples of lead funnels. (No form needed for this one!)

We’ve developed a number of white papers in the past. Are you next?

No matter your industry, we have a solution for you


You solve problems and cure headaches, and your funnels will focus on trials, then demos, case studies, and upsells to full-featured programs.  SaaS is competitive. Get a head start with a robust lead magnet.


You solve problems and cure headaches, and your funnels will continue to build trust with more problem-solving messages, case studies, more magnets, and demos.  Be in front of prospects first.

Manufacturing & Distribution

You solve business problems, and your funnels will continue to educate on the value of your products, why they need to replace or upgrade, with the goal to generate quotes.  Quotes turn to revenue. Relationships increase revenue.

Business Services

You solve problems, and your prospects are shopping around.  Trust sells.  Lead magnets get you leads before they use search engines. Build relationships first. Right?

Financial Services

You solve problems, and the lead magnets will educate your prospects on the what, why, and how, to establish you as the right choice.  Get a quote, or Apply now.

Higher Education

You solve problems when it comes to what school to choose; whether a prospect is graduate or undergrad. Get your lead magnet in front of prospects then you will reassure your leads you’re the best school for their needs!


You have a great product, but so does everyone else right?  Maybe your customer isn’t ready to buy yet, but by offering educational lead magnets, leads come to you, then it’s time to sell them with an offer. Trust me!

Other B2C Industries

No matter your industry. If you need sales, and you need a new marketing firm, we got you covered.